The Research Of Douyin Short Video Marketing Strategy In The Xinzhou Ancient City

As a form of new media,Douyin has entered a rapid development track in recent years.The sudden rise of short video platform represented by Douyin has provided more impetus for the prosperity and development of the industry,not only has it become one of the main choices for public entertainment,but also the commercial trend of“Short Video+” has basically formed.According to incomplete statistics,as of December 2022,the size of our country’s netizens reached 1.067 billion,an increase of 3.4% year-on-year,and the user utilization rate reached 94.8%.Therefore,“Short Video +”commercial operation is a new direction of enterprise development,but also advertisers,brands to develop new channels of effective means of publicity.The Xinzhou Ancient City has become a popular tourist destination because of its rich history and culture.Although the Xinzhou Ancient City ranked first in the 2021 list of holiday tourist attractions published by the Shanxi Provincial Cultural Hotel in 2022,it was also awarded the title of “The first national-level tourism and Leisure District”,however,there is still a big gap between the reception and publicity of Zibo Barbecue,the Lijiang Ancient City and Hongyadong,in particular,the“Short Video +”marketing model,which is based on the huge commercial potential,has bigger problems compared with the“ Short Video + ” marketing in the Xinzhou Ancient City.Therefore,this research chooses the official account of Douyin,the Xinzhou Ancient City — — “ the Xinzhou Ancient City”as a representative research object.The author takes the Douyin account“Xinzhou ancient city” as the research object,and unifies with the marketing theory,carries on the operation effect research to this content video,takes the Xinzhou Ancient City short video dissemination effect as the measurement basis.For the same type of tourism scenic spots to provide reference for the marketing strategy of the sample.